DIAL, short for "discovery and launch," lets second-screen app developers discover and launch apps on smart TVs and other connected devices. It's meant to work seamlessly, so apps can easily find compatible devices on the same network and launch their apps with little user intervention.

The project has the backing of key tech companies like Samsung, Sony, Hulu, Pandora and the BBC. Some Google TV devices and select 2012 TVs from Samsung and LG already have DIAL functionality built in. Scott Mirer, director of product management at Netflix, told GigaOM that other vendors are working on DIAL products that should debut in the coming months.